perception is reality: transforming the internal approach to adult learners

MERCER UNIVERSITY OFFICE OFENROLLMENT MANAGEMENT

CALEM▪ JULY 24, 2014

PERCEPTION IS REALITY:HOW BRANDING & POSITIONING CAN CHANGE THE DIRECTION OF A COLLEGE

WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

DR. MELISSA M. CRUZAVP FOR ENROLLMENT MANAGEMENT

MARITZA E. FERREIRADIRECTOR OF MARKETING & COMMUNICATIONS

MEGAN R. DELONGDIRECTOR OF ENROLLMENT MANAGEMENT SERVICES

WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

MISSION OF MERCER UNIVERSITY

TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE

MERCER UNIVERSITYGENERAL INFORMATION

• Private research institution• 12 schools & colleges• 7 primary locations

–Atlanta–Macon–Regional Academic Centers

MERCER UNIVERSITYADULT LEARNERS

Tift College of Education

Stetson Schoolof Business

Penfield CollegeFormerly College of Continuing &

Professional Studies

HEARD OF US?ESPY: BEST UPSET

WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

MERCER UNIVERSITYENROLLMENT INFORMATION

• Total enrollment for the university: 8,361

• Total enrollment for the Regional Academic Centers: 3,160

• 38% adult learners

NATIONAL ENROLLMENT TRENDSAll Sectors

Fall 2010 Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013

-3.0%

-2.0%

-1.0%

0.0%

1.0%

2.0%

3.0%

2.3%

0.2% 0.2%-0.3%

-1.8%

-2.3%

-1.5%

NATIONAL ENROLLMENT TRENDS

NATIONAL ENROLLMENT TRENDS

NATIONAL ENROLLMENT TRENDS

ADULT LEARNER PREFERENCESNATIONAL TRENDS

• Growth by age group (2010-2021)–18 to 24 years, 10%–25 to 34 years, 20%–35+ years, 25%

ADULT LEARNER PREFERENCESNATIONAL TRENDS

• Multiple Learning Options• 10 weeks or less courses• Business, STEM, Social Sciences,

Health Professions• Importance of Brand and Reputation

ASLANIAN RESEARCH3 STRATEGIES

• Changing the name of the college for better recognition

• Assessing the programs we currently offer

• Developing a plan to better serve & retain current students

WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

WHAT’S IN A NAME?BEFORE

WHAT’S IN A NAME?CUTTING THROUGH THE CONFUSION

• “Continuing” & “Professional”• Name did not accurately describe

college• Name was misleading• Misunderstanding about the college• No internal nor external pride

WHAT’S IN A NAMEAFTER

WHAT’S IN A NAME?HISTORIC PENFIELD

• Mercer was founded in Penfield, GA in 1833

• Penfield College logo showcases the original Penfield spires

• Internal pride

WHAT’S IN A NAMEBRANDING

• Internal brand reinforcement (faculty & staff)

• Current student feedback• Quantitative results (70% increase in

inquiries – July 1 – July 23)

WELCOMEABOUT MERCERENROLLMENT TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

ENROLLMENT TRENDSIN ONLINE EDUCATION

• For-profit online decreasing in enrollment

• Convenience is less compelling, and students are looking for placement rates and reputation of institution.

• 80% of online undergraduates come with many transfer credits and are looking for degree completion programs

• Professional fields (business, information technology, nursing and criminal justice) have the largest enrollments.

ONLINE SELECTION FACTORS

PENFIELD COLLEGEUNDERGRADUATE PROGRAMS

• Human Resources Administration & Development

• Human Services• Informatics• Liberal Studies• Organizational Leadership• Public Safety Leadership• Nursing Preparation

TOP MAJORS WANTED IN ONLINE EDUCATION

WELCOMEABOUT MERCERENROLLMET TRENDSWHAT’S IN A NAME?ASSESSING THE PROGRAMSIT TAKES A VILLAGE

MISSION OF MERCER UNIVERSITY

TO TEACH, TO LEARN, TO CREATE, TO DISCOVER, TO INSPIRE, TO EMPOWER AND TO SERVE

• Admissions

• Faculty

• Financial Planning

• Registrar

• Operations

• Retention

RETENTION TASK FORCEIF YOU BUILD IT…

•Examine the data

• Ask questions

• Examine the data some more

• Ask MORE questions

RETENTION TASK FORCE DATA DRIVEN DECISION MAKING

DATA IS YOUR NOT-SO-SECRETSECRET WEAPON

•What does the data say about our current situation?

•Where does the data say we need to improve?

•Where does the data say we are strong?

RETENTION TASK FORCE IMPORTANT QUESTIONS

• Identify 2-3 signature issues for your institution

• Develop 3-5 strategies that address each issue

• Proactive Strategies vs. Reactive Strategies

RETENTION TASK FORCE MAKING A PLAN

• Create a project timeline–Quick Wins, Short Term Goals, Long

Term Goals

• Assign working groups to each project

• Develop task lists and due dates for each project

RETENTION TASK FORCE IMPLEMENTING THE PLAN

• Admissions Priority Deadline Enhancements

• Early Alert Program

• First Generation Receptions

• Orientation Videos/How-To Videos

• Student Ambassadors

FORMAL RETENTION PLANSAMPLE INITIATIVES

QUESTIONS?

OFFICE OF ENROLLMENT MANAGEMENT